As for anything you do, you’re going to want to set an objective for it. Personally, when I prepare for the launch, I have two goals: create a sizable waitlist, and generate buzz to build excitement.
I’m going to demonstrate what we do in an example scenario.
Let’s say we’re planning for a product launch on September the 21st, a Wednesday.
14 days before launch
Make a waitlist page to collect email and/or SMS number. You can do this using Builder.io on your native Shopify collections page or if you’re fancy with a little coding you can make a standalone page on a platform of your choice. I recommend the first option to keep all your traffic in one place.
This waitlist page should give visuals to people on what they’re committing their email/number to, reviews from others, product benefit call out, and most importantly, the email and SMS collections form (top of the fold)
Then, select 10 VIP customers (frequent buyers, high LTV or vocal customers) and send them the product to try. Ask them to leave a review on the product using a review link from your review app. This will get you social proof (credibility) on your product when it’s launched. In an ideal scenario, they’re posting stories about your product that you can share on your account so you can link to your waitlist page.
At the same time, I also send 50 PR boxes to a curated list of people we know would be willing to accept PR boxes from us or we’ve worked with them in the past. Slide in a little note on when you’re launching and not to post until then.
4 business days before launch (Sept 16)
Add the waitlist page to your link in bio that you use on all your social media pages
Post on your story to introduce the origin of the product idea, if there’s a story that you can tell on why you made it or who it’s for, tell it here. Talk about the product benefits and what you think this will do to people that use it. Add a link sticker to these stories.
Send an email to your master email list (the broadest audience) + the waitlist email list with the same product origin story. In this email tell them there’s going to be a launch that they should be excited about (and explain why) when and where they can find the drop, and if there’s a password, tell them to look out for it in the launch email. It’s going to increase your open rate for the next few emails.
Do the same product origin story on Tiktok and cross post it to IG Reels (with the watermark removed of course)
This is going to put your product launch on the radar, but it’s not enough to reach your goal to building a sizable email list and it won’t be enough to get someone to commit to the launch.
3 days before launch (Sept 19)
Following the same format as above
- Instagram Story with CTA Link
- Send another email to the list
- Make a Tiktok video -> IG Reels
If there are any reactions to the launch, show it here to drive social proof
This time, feel free to walk people behind the scenes. Talk about any challenges you had in development and how you overcame them and show them any behind the scenes pictures to make this product. You can make variations of this for what you’re comfortable talking about or showing, but the key is to get people more invested in your product by giving them the raw of how everything came to be.
Ever been to a Din Tai Fung (popular dumpling restaurant chain)? When you can watch the people in the kitchen working the dough and making your dumplings one by one? Think about the conversations you have to people you’re eating with about what you’re seeing in the kitchen and how impressed you are to eat a product that you literally saw made. You can incite the same reactions with your customers by walking them behind the ropes.